Tennis Australia

To help Tennis Australia engage the next generation of fans and players, Nature designed a multi-stage research approach combining ethnographic insights, co-creation, and large-scale validation. This process uncovered what truly resonates with Gen Z, leading to the creation of "TOPCOURT"—a dedicated AO experience featuring entertainment, gaming, and social spaces. The initiative contributed to another record-breaking attendance year, driving long-term tennis participation and growth.

Client Problem

Tennis Australia has a focus on growing the game by engaging the next generation of fans and players—teenagers. They sought to identify opportunities and innovations to increase attendance at the AO and drive long-term tennis participation.

Nature’s Solution

To understand this unique and fragmented audience, Nature designed a multi-staged approach that incorporated exploratory research, co-design and predictive validation:

Immersion – A large-scale ethnographic community with teenagers across Australia, capturing insights about their daily lives, influences, and aspirations for engaging with sport and events.
Innovation – A co-creation workshop at Tennis Australia Headquarters, where teens collaboratively developed ideas for a dedicated AO space.
Validation – Three online studies to test potential names, logos, creative direction, and experience inclusions at scale.

Outcome

The insights directly shaped the creation of "TOPCOURT," a dedicated, Gen-Z-focused area at the 2025 Australian Open. Featuring live entertainment, tennis-based activities, gaming, beauty & styling, and dedicated chill-out zones, the space contributed to another record-breaking attendance year.